Nick KingAuto Trader

@nchking

Digital Excellence:

An easier more enjoyable purchase journey

We’re living through uncertain times…

Politically… Economically…

Socially…Technologically…

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Familiarity

Make me happy! ☺

In a complex digital world...

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Advertising messages seen every day

Up to 10,000

Information Overload

Our brains are configured to make a certain number of decisions per day.

Hit that limit, and we can’t make any more, regardless how important.

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Think like a consumer

BMW configuration options

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Ret

enti

on

time

Primacy effectPeople have a good memory for items at the beginning of a list

Recency effectPeople also have a good memory for

items at the end of a list

If their website is an insight into how the company is run, I'd

run a mile.

Never visited the site due to confusing website. How can I make a choice if I cant see cars and quality of the dealership in one place.

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Perception matters

1 2 3

OK50p

Good75p

Excellent£1.50

So a fantastic design and UX can really make a difference…

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So how do brands deliver an enjoyable online experience today?

5431Choice Providing people with a clear path through complexity

ConfidenceReassuring people that its safe to stop searching

EnrichmentGoing the extra mile to excite and inspire people

FairnessBuilding peoples belief in the brand

5 core needs in digital retail 2Experience

Engaging with people in a way that feels human

Choice Providing people with a clear path through complexity

The website shows me everything I need to see.

The company would help me make the best

possible choice

I’m confident I can make the right choice

Flexible search options, including ‘draw a search’

Filter options change as you funnel down results

Information on area, street view etc. allows fully-informed decision making

Expert review

A wide variety of estate agents selling houses locally so you'll always have choice.

Choice What websites are providing the best choice?

“The website helped me get the tickets I needed at the right price with no hassle.”

“Lots of information given to make informed choice and the site is easy to navigate.”

“Site has everything I need to know such as live updates and is very user friendly.”

Choice What websites are providing the best choice?

Choice

Choice

Making it easy, but as we know simplicity is the

ultimate sophistication

Help me know I made the right choice

Providing people with a clear path through complexity

“more” isn’t equal to “better” –it’s about curation and guided navigation, not overwhelming with endless options.

ExperienceEngaging with people in a way that feels Human

The website seems to anticipate my needs

The company would provide a highly

personalised service

I’m not worried about any unexpected problems

Two ways to start search based on journey stage

Journey directed through Chatbot-style questions

Prompts with tips – “How much paint do I need?”

Expert review

I can pick a colour and it shows me every option, then it even shows you colours that work with it. […] I wasn't looking to buy paint but now I want to!

ExperienceWhat websites are delivering an exceptional online experience?

“Very personalised service and lots of choices.”

“Reliability brings massive customer integrity and loyalty.”

“Amazon remembers what you most look at and gives suggestions based on history.”

Very personalised service and lots of choices.

ExperienceWhat websites are delivering an exceptional online experience?

Engaging with people in a way that feels HumanLevel of detail shows we can deliver a personalised service – live chat/ Chat bot advice and help

Experience

Prompts with tips Remembering what you like/ last bought/

already ownDoes it feel intuitive – is it easy to use?

ConfidenceReassuring people that its safe to stop searching

The website works exactly how I want it to

I’d completely trust the company’s advice

I know everything I need to know

Clear categories and searches broken down into easy-to-use chunks

Customer reviews and “People also bought.." provide reassurance and guidance

Amount of detail and choice makes it feel like the one stop shop for DIY needs

Expert review

Wow - everything under one roof but every item explained in great detail and simple-to-follow pricing too.

ConfidenceWhat websites are giving consumers the most confidence, to navigate journeys and aid their decision making?

“I am reasonably confident of getting the best deal possible.”

“Great website, easy to use, it has all the information I need.”

“Does what it says on the tin, easy to pick tickets, lovely jubbly.”

It works exactly how I want it to

I’d completely trust their advice

I know everything I need to know

ConfidenceWhat websites are giving consumers the most confidence, to navigate journeys and aid their decision making?

Reassuring people that its safe to stop search

Clear categories and searches broken down into easy-to-use chunks

Confidence

Customer reviews and “People also bought.." provide reassurance and guidance

Am I getting a good deal?

Trust and Transparency even more important

EnrichmentGoing the extra mile to excite and inspire people

The website provides me with inspiration

I’d enjoy the experience of dealing with the company

I’m excited about the choice I’m making

It is great experience because it has a good layout, it is clear, and it has very good filter options.

Expert review

Clean, uncluttered layout and clear, stylish photos

No ‘hard sell’ – can browse calmly with pressure to buy

Temptation to explore unintended products

EnrichmentWhat websites are going above and beyond the functional elements and going the extra mile?

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“Found exactly what I was looking for very quickly. A pleasure to use the site.”

“This website makes you want to get booking and head off in holiday. Loads of choice, and easy to use.”

“It is a very well presented website with plenty of inspiration as soon as you arrive on site.”

EnrichmentWhat websites are going above and beyond the functional elements and going the extra mile?

Going the extra mile to excite and inspire people

Clean, uncluttered layout and clear, stylish photos. Attention to detail critical now

Enrichment

The limitations physical environs have on your forecourt do not apply – the digital site can be anything you want…

Everyone should be working just as hard to inspire and excite potential customers, and not rely on OEMs to do this job.

Fairness

Building peoples’ belief in the brand

The website offers me a balanced perspective

The company’s employees should be proud to work there

I can stay true to my wider ethical values

Illustrated with real-life scenarios to demonstrate product value

Comfortingly homely, human style, language and tone

Gives a feeling of being supported in unfamiliar territory

Expert review

Webpage was clear and encouraging of saving energy, such a message should be more widely valued.

FairnessWhat websites are embracing transparency and building brand affinity?

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“Love this company - great website.”

“I would feel very confident to buy from it.”

“Great site, very easy to navigate and find what I wanted.”

FairnessWhat websites are embracing transparency and building brand affinity?

Building people’s belief in the brand

Illustrate with real life scenarios – Stories from customers

Show a balanced perspective –reviews

Do I feel good after I have visited the site?

Fairness

Transparency of hidden costs

Blended retail keep winning…and that is what our industry is.

What an opportunity to shine.

Digital Excellence:

An easier more enjoyable purchase journey

Thank you!@nchking@atinsight